Cranks is extending its mania for meat-free options into new territory, with the launch of a range of ambient pasta sauces.

Rolling out now, the trio, which is already listed in Tesco, is the company's first move into ambient grocery and is aimed at complementing the brand's existing chilled range of sandwiches, salads, breads and prepared vegetables.

Ben Johnson, marketing director, said it would attract fresh food consumers to the ambient fixture.

The three variants are Tomato, Ginger & Sweet Basil; Sweet Tomato & Italian Bean; and Spicy Pepperpot. All are free from GMOs, artificial colours, flavours and preservatives, and each has an rsp of £1.59. Simple packaging aims to reinforce the brand's all-natural credentials.

Johnson said: "The flavours are different from anything else out there, but are accessible enough to deliver a good rate of sale. The premium pricing will also increase till ring."